Natura Debuts New Ekos Perfume Brand with Design by Tátil Design

One of Brazil’s top cosmetics brands, Natura, has introduced a new perfume line called “Ryos” as part of its Ekos range.

Designed by Tátil Design, the logo and packaging is said to be rooted in Amazonian culture, featuring design elements that “weave together culture, ecology, and emotion”.

For example, the bottle’s design resembles the curves of a river and is further meant to look like a stone shaped by water.

The name Ryos, meanwhile, replaces the ‘i’ in ‘rios’ with ‘Y’, which is the Tupi symbol for water, connecting to indigenous language.

Tátil Design reportedly worked with 17 Amazonian artists who are experts in ‘Abridores de Letra’ (interpreters of text) in an effort to incorporate genuine local artistry into the new identity and packaging.

“We identified distinctive elements of their craft and translated it into our work, seamlessly integrating them into the Ekos typography, enriching the overall visual language and packaging. The partnerships were built on collaboration, not appropriation,” say the designers.

The perfume collection features three fragrances that are claimed to capture “the soul of the Amazon”, with scents inspired by botanical elements such as the Jarana flower and Siriuba tree.

“The Amazon isn’t just the setting – it’s the protagonist,” explains Julia Liberati, creative director at Tátil Design, who also has family roots in the Amazon region.

Adding: “We wanted to express the region’s soul through strategy and design. By completely immersing ourselves in the area, its people and its culture, we were able to create something that speaks with heart and intention.” to what nature already does. Everything here is co-authored.”

Tátil Design
www.tatil.com.br